Florian Zettelmeyer

About

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He specializes in evaluating the effects of analytics and artificial intelligence on firms, with research interests including marketing analytics, digital advertising, consumer search and uncertainty, industrial organization, pricing, and environmental economics. He is the founder and director of the Program on Data Analytics at Kellogg, where he leads efforts to advance understanding and application of data-driven insights in business. Professor Zettelmeyer received his PhD from the Massachusetts Institute of Technology and has held academic positions at the Haas School of Business at the University of California at Berkeley and the Simon Graduate School of Business Administration at the University of Rochester. He has been recognized with numerous teaching awards and was voted 'Outstanding Professor of the Year' by Kellogg MBA students. In addition to his academic role, he serves as the Chief Economist for Ads and Entertainment at Amazon, leading a team of over 100 economists, data scientists, and engineers to develop innovative ideas for Amazon's advertising and entertainment businesses.

Research topics

• Computer Science
• Business
• Marketing
• Advertising
• Data science
• World Wide Web
• Geography
• Finance
• Industrial organization

Selected publications

• Are Consumers Myopic? Evidence from New and Used Car Purchases

  American Economic Review · 2013-01-28 · 482 citations

  articleOpen accessSenior author

  We investigate whether car buyers are myopic about future fuel costs. We estimate the effect of gasoline prices on short-run equilibrium prices of cars of different fuel economies. We then compare the implied changes in willingness-to-pay to the associated changes in expected future gasoline costs for cars of different fuel economies in order to calculate implicit discount rates. Using different assumptions about annual mileage, survival rates, and demand elasticities, we calculate a range of im…

  PublisherOA PDFDOI

• A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

  Marketing Science · 2019-03-01 · 268 citations

  article

  Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.

  PublisherDOI

• Information Disclosure as a Matching Mechanism: Theory and Evidence from a Field Experiment

  American Economic Review · 2015-02-01 · 127 citations

  articleSenior author

  Market outcomes depend on the quality of information available to its participants. We measure the effect of information disclosure on market outcomes using a large-scale field experiment that randomly discloses quality information in wholesale automobile auctions. We argue that buyers in this market are horizontally differentiated across cars that are vertically ranked by quality. This implies that information disclosure helps match heterogeneous buyers to cars of varying quality, causing both…

  PublisherDOI

• Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement

  Marketing Science · 2022 · 80 citations

  Senior authorCorresponding

  A large-scale comparison of experimental advertising effects and those obtained using two state-of-the-art methods.

  PublisherDOI

• What matters in a price negotiation: Evidence from the U.S. auto retailing industry

  Quantitative Marketing and Economics · 2011-07-29 · 67 citations

  articleSenior author
  PublisherDOI

Recent grants

• Collaborative Research: Incentive promotions in the US automotive industry

  NSF · $152k · 2006–2012

• Collaborative Research: Incentive promotions in the US automotive industry

  NSF · $137k · 2012–2013

Frequent coauthors

• Meghan R. Busse

  44 shared

• Jorge Silva‐Risso

  University of California, Riverside

  38 shared

• Fiona Scott Morton

  Heinrich Heine University Düsseldorf

  24 shared

• Christopher R. Knittel

  National Bureau of Economic Research

  17 shared

• Duncan Simester

  16 shared

• Fiona M. Scott Morton

  Yale University

  16 shared

• Steven Tadelis

  University of California, Berkeley

  8 shared

• Brett R. Gordon

  7 shared

Labs

• Program on Data Analytics at KelloggPI

Awards & honors

• John D.C. Little Award for best marketing paper published in…
• John D.C. Little Award for best marketing paper published in…
• 2021 Sales SIG Excellence in Research Award, American Market…
• Finalist for L. G. Lavengood Outstanding Professor of the Ye…
• Finalist for L. G. Lavengood Outstanding Professor of the Ye…

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